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Canon partners with Vice for new campaign

Canon has unveiled a new campaign in association with Vice magazine to mark its entry in the compact system camera (CSC) category, with the launch of the EOS-M.

The new campaign, which was created by PHD International, targets ‘Generation M’, which is a different type of audience in the DSLR market. The campaign is aimed at individuals who are creative and passionate about capturing their interests and hobbies more so than the art of photography itself.

Along with Vice, five influencers and brand ambassadors from fashion, art, beauty and gastronomy have been selected to make three minute-long video documentaries capturing each individuals’ passion on the EOS-M. The bloggers include fashion blogger Andy Torres, visual artist Clemens Poloczek, beauty editor Sophie Beresiner, sculptor Gary Card and baker Lily Vanilli.

The video content and photographs will be posted on a dedicated Vice portal and seeded from the ambassadors on Vice’s blogging network, as well as across their own blogs and social channels.

Three of the ambassadors will also feature in a print and outdoor ad campaign created by McGarry Bowen. Premium print formats and home page takeovers will also be leveraged to increase the reach of the campaign.

The international campaign will run for eight weeks starting this week in the UK, Netherlands and Germany and later in Italy, France and Spain.  In local markets, content will be supplemented with editorial around other local influencers.

Devina Joshi, London